南京地区苏果超市顾客满意度调查研究

徐州工程学院毕业论文II摘要顾客满意理论在20世纪60年代兴起于美国，因其巨大的发展潜力以及理论本身的先进性而得到了中外众多学者的青睐，理论发展迅速。本文期望通过对南京地区苏果超市顾客满意度的调查研究，能够对今后运用顾客满意理论起到一定的借鉴作用。本文通过对南京地区苏果超市营业现状的分析，所处的行业结构的分析以及自身优劣势分析，得出苏果所面临的竞争形势的严峻性，从而可以看出提升顾客满意度对于苏果超市的必然性和迫切性。在理论分析的基础上，本文通过问卷的方式对苏果的顾客群进行随机调查，然后利用SPSS软件和LISREL软件对问卷进行分析和检验，并针对调查的结果得出苏果超市提升顾客满意度的主要策略如下：①通过改变购物环境和提供便利性服务提高环境质量；②选择品牌力强的商品，保证产品质量；③实施有效价格策略和有效促销活动；④改进服务质量提升顾客满意度。本文在经过一系列的分析研究之后，在一定程度上解决了苏果在顾客满意方面存在的问题。但鉴于作者的能力有限以及市场的复杂性等客观问题，本文并没有充分考虑该理论在实际操作中可能遇到的问题，有一定的局限性。关键词顾客满意度；KMO检验；因子分析；徐州工程学院毕业论文IIIAbstractCustomerSatisfactionTheorywasbornintheUnitedStatesinthe1960s.Becauseofitshugedevelopmentpotential,aswellastheadvancednatureofthetheoryitself,ithasbeenfavoredbynumerousChineseandforeignscholars.Andthetheoryisdevelopingrapidly.ThispaperisintendedtoserveasthereferenceoftheapplicationofcustomersatisfactiontheoryinthefuturethroughtheinvestigationandstudyoncustomersatisfactiondegreeofSGsupermarketinNanjing.ThispaperobtainstheseriousnessofthecompetitionsituationwhichtheSGsupermarketisfacedwithbyanalyzingthestatusquoofbusiness,thestructureofthisindustryanditsownstrengthsandweaknesses.Fromthis,wecanseethatitisurgentandessentialtoupgradethedegreeofcustomersatisfaction.Onthisbasisoftheoreticalanalysis,firstlywemakeinvestigationamongthecustomersofSGsupermarketrandomlybyquestionnaire,andthenanalyzetheresultofquestionnaireinvestigationwithSPSSandLISREL.Finallysomesuggestionsonservice,price,andpromotionaregiveninaccordancewithspecificmanagingsituation.Thispaper,tosomeextent,solvestheproblemsofcustomersatisfactionwhichSGsupermarketwillfaceuptoaftermakingananalysisofaseriesofstudies.Giventhelimitedcapacity,aswellasthecomplexityofthemarket,thispaperdoesn’tfullyconsiderthetheoryinpractice,sotherearesomelimitations.KeywordsCustomerSatisfaction;KMO;FactorAnalysis;徐州工程学院毕业论文目录1绪论..............................................................................................................................................11.1研究背景................................................................................................................................11.2研究问题及研究意义............................................................................................................11.2.1研究问题..........................................................................................................................11.2.2研究意义..........................................................................................................................11.3研究内容................................................................................................................................22顾客满意度概念和理论研究现状.............................................................................................42.1顾客满意的产生和发展.......................................................................................................42.2顾客满意度的特征和内涵...................................................................................................52.2.1顾客满意度的内涵.........................................................................................................52.2.2顾客满意度(CSD)的特征..............................................................................................62.3国内外研究现状...................................................................................................................72.3.1国外顾客满意度研究现状..............................................................................................72.3.2国内顾客满意度研究现状.............................................................................................83南京苏果的简介.........................................................................................................................93.1苏果的公司简介...................................................................................................................93.2苏果的竞争态势分析...........................................................................................................93.2.1苏果超市现状分析.........................................................................................................93.2.2苏果超市所处连锁行业结构分析...............................................................................103.2.3苏果超市的SWOT分析...............................................................................................113.3问题及研究方向.................................................................................................................114南京苏果顾客满意度调查问卷的设计...................................................................................134.1顾客满意度调查问卷的设计流程和原则.........................................................................134.1.1问卷的设计流程...........................................................................................................134.1.2问卷的设计原则...........................................................................................................134.2顾客满意度问卷调查的题项选择.....................................................................................144.2.1顾客满意指标和级度的确定.......................................................................................144.2.2问